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On the verge of a rebrand, About.com launches fourth vertical site

March 2, 2017

BY KYLE O'BRIEN - THE DRUM

The two-decades-old About.com has been trending away from its catch-all website and launching vertical sites over the last year. With the recent introduction of its home site The Spruce and the upcoming travel site TripSavvy, launching this spring, the original About.com will soon cease to exist.

“We’re renaming the whole company,” said Neil Vogel, chief executive officer of the IAC-owned About.com. “We will no longer be About.com. We’re officially announcing the new name May 2nd at (tech conference) Collision in New Orleans.”

While Vogel and company are ready for a name change, the official name hasn’t been decided on yet. “We’re working on a name. We’re wrestling between a couple,” he said, noting that they will have one soon.